Gap Analysis

What Is Gap Analysis?

Gap analysis is a survey instrument used to determine the gaps

between a service offered and a customers expectations.

SERVQUAL Expectations Survey & Perceptions Survey

• Developed byParasurman,Zeithamel, and Berry to assess services quality.

• SERVQUAL instruments are a series of questions that deal with tangibles, reliability, responsiveness, assurance, and empathy

Tangibles- physical facilities, equipment, staff appearance, etc.

Reliability- ability to perform service dependably and accurately.

Responsiveness- willingness to help and respond to customer

need.

Assurance- ability of staff to inspire confidence and trust.

Empathy- the extent to which caring individualized service is

given.

SERVQUAL

• Gap 1 – Tangibles-difference between actual customer expectations, and what management perceives to be customer expectations.

• Gap 2 – Reliability-difference in managers expectations of service quality, and the actual service quality specifications.

• Gap 3 – Responsiveness-Delivery of perfect services is not guaranteed, even if service specifications are defined, due to lack of training, preparations, and training.

• Gap 4 – Assurance-differences between services delivery and the external communications with the customer.

• Gap 5 – Empathy-differences in expected service and perceived service.

Zeithaml,BitnerandGremler

GAPS MODEL OF SERVICE QUALITY

• CustomerGap:differencebetween customer expectations andperceptions

• Provider Gap 1(The Knowledge Gap):

– not knowing what customersexpect

• Provider Gap 2(The Service Design & Standards Gap):

– not having the right service designs and standards

• Provider Gap 3(The Service Performance Gap):

– not delivering to service standards

• Provider Gap 4(The Communication Gap):

– not matching performance to promises

Gaps Model of Service Quality

The Customer Gap

Expected

service

Perceived

service

Customer Gap

Company Perceptions of

Consumer Expectations

Expected Service

CUSTOMER

COMPANY

GAP 1

Provider Gap 1

CUSTOMER

COMPANY

GAP 2

Customer-Driven

Service Designs and Standards

Company Perceptions of

Consumer Expectations

Provider Gap 2

CUSTOMER

COMPANY Service Delivery

GAP 3

Customer-Driven

Service Designs and Standards

Provider Gap 3

Provider Gap 4

CUSTOMER

COMPANYExternal Communications to

Customers

GAP 4

Service Delivery

COMPANY

Perceived

Service

Expected Service

CUSTOMER

Customer

Gap

GAP 2

Customer-Driven Service Designs and

Standards

GAP 4

External Communications to

Customers

GAP 1

Company Perceptions of Consumer

Expectations

GAP 3

Service

Delivery

Gaps Model of Service Quality

The key to closing the Customer Gap is to close all Provider Gaps 1- 4

The Gaps Model

Customer Expectations

Customer

Perceptions

Key Factors Leading to the Customer Gap

Customer

Gap

Customer Expectations

CompanyPerceptions of CustomerExpectations

Key Factors Leading to Provider Gap 1

Gap

1

Customer-Driven Service Designs and Standards

Management Perceptions of Customer Expectations

Key Factors Leading to Provider Gap 2

Gap

2

ServiceDelivery

Customer-Driven Service Designs and Standards

Key Factors Leading to Provider Gap 3

Gap

3

ServiceDelivery

ExternalCommunications to Customers

Key Factors Leading to Provider Gap 4

Gap

4